Brand roi series - sponsorships, placement and events
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Determining the effectiveness of PR activities, such as sponsorships, placements and events has been a challenge. Typical metrics based on exit surveys are inadequate. Ad equivalents provide some value, but must be used as an input into a consumer-centric model, such as MarketSim
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Brand roi series - sponsorships, placement and events
- 1. ProRelevant Marketing SolutionsProRelevant Marketing Solutions Marketing ROI Series - Brand Equity – PR Activities 1
- 2. ProRelevant Marketing Solutions Are you having trouble planning & coordinating placements, sponsorships and events?
- 3. ProRelevant Marketing Solutions Are you having trouble planning & coordinating placements, sponsorships and events? Can you determine whether they deliver incremental value?
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- 10. ProRelevant Marketing Solutions10 High risk, high investment, difficult to pre-test, high visibility, C-Level involvement Movies
- 11. ProRelevant Marketing Solutions11 High risk, high investment, difficult to pre-test, high visibility, C-Level involvement Movies Sports
- 12. ProRelevant Marketing Solutions12 High risk, high investment, difficult to pre-test, high visibility, C-Level involvement Movies Sports Events
- 13. ProRelevant Marketing Solutions13 Traditional measurement methods Venue intercept surveys, exit surveys
- 14. ProRelevant Marketing Solutions14 PR messages metrics 1. Audience size and demographics
- 15. ProRelevant Marketing Solutions15 PR messages metrics 1. Audience size and demographics 0 100 200 300 400 500 GRPs Media equivalents (GRPs) 2. They have different quantity/frequency
- 16. ProRelevant Marketing Solutions16 PR messages metrics 1. Audience size and demographics 0 100 200 300 400 500 GRPs Media equivalents (GRPs) 2.4 4.4 1.8 Quality 3. They have different quality (of which the brand may have little direct control) 2. They have different quantity/frequency
- 17. ProRelevant Marketing Solutions17 Event attenders Test and Trial
- 18. ProRelevant Marketing Solutions18 Event attenders Test and Trial High engagement
- 19. ProRelevant Marketing Solutions19 Event attenders Signage Test and Trial High engagement
- 20. ProRelevant Marketing Solutions20 Home viewers/ listeners
- 21. ProRelevant Marketing Solutions21 Home viewers/ listeners
- 22. ProRelevant Marketing Solutions22 1. Calculate media participation/viewership 1,000,000 50,000 1,000 Mass Media Attendees Participation Participation Methodology $
- 23. ProRelevant Marketing Solutions23 1. Calculate media participation/viewership 2. Build/Add to the consumer-centric model 1,000,000 50,000 1,000 Mass Media Attendees Participation Participation Methodology Marketing Mix Brand Price Advertising Distributi on
- 24. ProRelevant Marketing Solutions24 1. Calculate media participation/viewership 2. Build/Add to the consumer-centric model 1,000,000 50,000 1,000 Mass Media Attendees Participation Participation Methodology Marketing Mix Brand Price Advertising Distributi on 3. Determine media effectiveness coefficients (ROMI factors) - $$$ 0 1 2 3 4 TV Radio Digital Social ROMI Factors TV Radio Digital Social$ $ $ $ $ $ $ $
- 25. ProRelevant Marketing Solutions25 MarketSim T M Agent-based modeling & simulation MarketSim marketing analytics
- 26. ProRelevant Marketing Solutions26 MarketSim T M Agent-based modeling & simulation MarketSim marketing analytics Marketing data infrastructure consulting
- 27. ProRelevant Marketing Solutions27 MarketSim T M Agent-based modeling & simulation MarketSim marketing analytics Marketing data infrastructure consulting Strategic marketing consulting
- 28. ProRelevant Marketing Solutions28 Let us help you become a best- in-class marketer
- 29. ProRelevant Marketing Solutions29 Let us help you become a best- in-class marketer
- 30. ProRelevant Marketing Solutions30 Let us help you become a best- in-class marketer ProRelevant Marketing Solutions +1 404-816-4344, Atlanta, USA +65 9185-6443, Singapore Marketing@ProRelevant.com
Editor's Notes
- Venue intercept surveys, exit surveysAsk about sponsor awareness, sponsor likeability, sponsored activity participationSponsored activity (e.g., ride & drive) exit surveyStatistical modeling methods – maybe – treated as an outlier, since it is a one-time event (in most cases), unless there are many. Difficult to develop clear attribution
- Messages delivered through sponsorships, placements and events - even social media influencers – have many things in common:They reach different types of audiencesAudience at venueAudience at home watching/listening to eventThey have different quality (of which the brand may have little direct controlTest and trial – e.g., ride & driveActivity participation – sponsored tentsSignage viewing
- Messages delivered through sponsorships, placements and events - even social media influencers – have many things in common:They reach different types of audiencesAudience at venueAudience at home watching/listening to eventThey have different quality (of which the brand may have little direct controlTest and trial – e.g., ride & driveActivity participation – sponsored tentsSignage viewing
- Messages delivered through sponsorships, placements and events - even social media influencers – have many things in common:They reach different types of audiencesAudience at venueAudience at home watching/listening to eventThey have different quality (of which the brand may have little direct controlTest and trial – e.g., ride & driveActivity participation – sponsored tentsSignage viewing